The impact of advertising self-presentation style on customer purchase intention

Purpose The purpose of this paper is to propose the self-presentation styles of advertising influence consumer self-image, which in turn influence purchase intention. Design/methodology/approach Using virtual brands as stimuli in a series of experiments, this study collects data on consumer self-image and purchase intention in the conditions of different advertising styles. Findings While consumer self-image mediates the relationship between advertising self-presentation style and purchase intention, the consumption situation (public vs private) moderates the relationship between self-presentation style, consumer self-image and purchase intention. That is, self-enhancing advertising promotes customers' ideal self, which in turn increases their purchase intention for publicly consumed products, whereas self-deprecating advertising solicits customers' real self, which in turn increases their purchase intention for privately consumed products. Practical implications This study informs product/brand managers and marketers of the importance of aligning the self-presentation style of advertising with the consumption situation of the product being advertised. Originality/value Based on self-consistency theory, this study not only finds a relationship between the self-presentation style of advertising and purchase intention, but also uncovers the mediating role of self-image in this relationship. Furthermore, the relationship chain of "self-presentation style of advertising - self-image - purchase intention" is moderated by the consumption situation of the product. This is one of the first studies to explore the intricacies of these relationships.